A million views on TikTok. Here is exactly what we changed.
It was not always like that. We had good spells, then things would stop working, and we could see it in the numbers. So we stopped guessing and looked at the analytics properly.
One client hit a million views on TikTok, and over a quarter of a million across all their socials in three months. It was not one change. We looked at the analytics instead of guessing, then changed five things: faster pacing, fewer edits, a wider shot, simpler captions, and we swapped the big camera for an Osmo.
The changes made on one client account that took it to a million views on TikTok, over a three month period.
What was going wrong before?
We were guessing. A few videos would do really well, then we would try something different to push it further and it would not hit the same way. Some did alright. Most did not. And we could see all of that in the numbers.
That is the trap. When something works, the instinct is to do more of it or to push it harder, without actually knowing which part was doing the work. So you change the wrong thing, it stops working, and you have no idea why.
So we took a step back and looked at the analytics properly.
What did we actually change?
Five things, and it was not one silver bullet. Faster pacing. Fewer edits. A wider shot. Simpler captions. And we swapped the big bulky camera for an Osmo. That is when it started moving.
The one that surprised me was fewer edits. The instinct is always to cut more, add more, make it busier. It did the opposite of what I expected.
Swapping the camera mattered more than it sounds too. A big rig changes how the person in front of it behaves, and it changes how the footage feels. Smaller kit, more natural delivery, and it reads as real rather than produced.
If you are guessing rather than reading your numbers, book a free 20 minute call and I will look at what is actually working.
Will that work for my business?
Not necessarily, and I would not pretend otherwise. I have other clients where the complete opposite works brilliantly. Every business is different. The transferable bit is not the five changes. It is looking at the numbers instead of guessing.
What I will say is this. The platforms right now are rewarding content that feels real. People led. Less produced. That is the direction of travel, and it is worth knowing which side of it you are on.
The only way you find out what works for you is by actually looking at what is happening, being willing to change things, and not just doing the same thing because it is what you have always done.
That is the difference between content that grows and content that just exists.
Frequently asked questions
What changed to get a million views on TikTok?
Five things: faster pacing, fewer edits, a wider shot, simpler captions, and swapping a big camera for an Osmo. But the real change was reading the analytics instead of guessing.
Do fewer edits really perform better?
On that account, yes, and it surprised me. The instinct is to cut more and make it busier. It did the opposite of what I expected. It will not be true for every business.
Will the same changes work for my business?
Not necessarily. I have clients where the complete opposite works brilliantly. What transfers is the method: look at the numbers, change something, and check what happened.
What kind of content are the platforms rewarding now?
Content that feels real. People led, authentic, less produced. Polish is no longer the point.
Want someone actually watching your numbers and changing what is not working?
Book a free 20-min call